Mobile EngagementAutomation

David Jones @djinoz

A Darwinian Guide to Customer Relationships

$25B2013

115% YOYGROWTH

1.3+ Million Apps in Appstore & Play Store

People Check Phones 150x per dayCTR 35% Higher on mobile

SmartPhones are now the PRIMARY screen (over TV)

M-Commerce the majority of e-commerce by 2018

85% prefer Mobile Apps over Mobile Websites

Mobile & Big DataA Massive Opportunity for Businesses

Marketing evolves to Automated Engagement

Broadcast CRM/Data-warehouse Export to Letter/Email/Call Centre

Triggered EmailMobile Engagement

CRM/MA/Email Products (hubspot, marketo, eloqua, responsys)

Mobile Telemetry

Traditional CRM(customer intelligence locked up in the datacenter,

marketing falls back to broadcast and static segments)

CRM + Mobile Telemetry(automated personalised mobile engagement)

Traditional CRM(customer intelligence locked up in the datacenter)

Who Address D.O.B Income

Past Transactions Support History Demographics

Where are they NOW Where they WILL be

How they use App When they user Apps

Which Stores? When Transact Social Signals

Realtime Telemetry

DeadDead StaticDynamic

CRM + Mobile Telemetry(automated personalised mobile engagement)

Is Mobile Engagement Automation niche?

The Elastic Cloud(RightScale, ElasticBeanstalk)

SaaS APIs(StreetHawk all API, Mulesoft, Zapier)

Mobile/Wearable/IoT Relevant contextual Sensors and

Receivers (Push)

4 Horseman of the Oppocalpyse(Opportunity apocalypse….sorry)

Location as a Use Casecontextual: person2place,

person2person, person2device

Location “as a Use Case” Tools

GPSGeofencesiBeacons Cell/Wifi

Geofences

Phones as Beacons

RFID/NFC

Very Near

Very Far

NFC as automation initiators

RFID/NFC PayWave/PayPassApple Pay

Meet Some…iBeacons

DeveloperRadius Networks arduino based with a BLE USB.(developer kit)

Kontakt (Poland) Estimote (USA/Poland)Simple to deploy, Simple to steal (?)

Roximity key fob (US) Also USB versions to plug into POS I guess

BlueCat (Aus & US) TCO approach with power managementMay be extensible

Mobile Automation Triggers(screenshot from StreetHawk marketer’s console)

Here’s Alex….mum - picking up kids from school

Use Case 1: Drive Engagement with Registered User

Alex Has:

Property App for iOS

realestate.com.au New Matches for your favourite search

Alex is Here

New House

SearchMatch

Automation filters match Alex in real-time

Run CampaignMon-Friday

3-5pm

Alex Gets Personalised Contextual Content

Everything you need at Woolies just 5 mins away

Alex, maybe Tuscan Red Peppers?

iBeacon detection of Alex’s arrival

Alex’s iPhone in

Pocket with Property App

Campaign Performance Confirmed (footfall at Open House)

Shopping

On-site service (Tradesmen, Car breakdowns)

Real-Estate

4 Mobile Automation Use CasesTransport

Go-Catch, Uber, Ingogo

Use Case 2: GoCatch, Uber, Ingogo

1. User opens App and hits request Mobile/API

2. User details and geofence location sent

API/GPS Geofence

3. SaaS service computes and sends to nearby drivers who are available

Cloud Compute Push Notifications/

Cell Geofences

4. Drivers bid for the job API

5. Drivers assigned API/Push Notification

Use Case 2: GoCatch, Uber, Ingogo (cont’d)

6. User notified as driver approaches GPS/Push Notification

7. Ride Starts Car! Motors!

8. Ride Ends at destination Geofence

9. Payment deducted from user/Credited to Driver

APIs/SaaS

10. Later, ask the user to rate the experience. Other retention steps

Push Notification/API/Mobile UX

Spam & Privacy Considerations

iBeacon providers think retailer “walk in the shop” get a pop-up is cool.

Tom Cruise Minority Report IS utopia (personalized)

spam popups is the dystopia we get.

A better retail use-case

Inside Woolies iBeacons confirm footfall…

Spamming accelerates abandonment

Measure Customer Intelligence Across Multiple Apps (your App or other Apps as a channel)

76% Apps abandoned within 3 months

Challenges for Mobile Marketers

Marketing competes with features on App Roadmap

Summary

Smart CMOs will: Punch a hole through the CRM wall to deliver contextual engagement

Customer Marketing & Automation is Darwinian

“Survival of the fittest”

QUESTIONS?

http://bit.ly/MobileEngagementPodcastiTunes: